| 零售商亏损诱饵策略及其竞争效应 |
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| 引用本文： | 赵玻,何莉娟.零售商亏损诱饵策略及其竞争效应[J].财贸研究,2006,17(2):47-51. |
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| 作者姓名： | 赵玻 何莉娟 |
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| 作者单位： | 1. 安徽财经大学,国际经贸学院,安徽,蚌埠,233041
2. 西南财经大学,语言文化学院,四川,成都,610074 |
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| 基金项目： | 安徽财经大学校科研和校改项目 |
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| 摘 要： | 在同一店铺中,零售商经营的所有商品之间形成了互补性的需求关系,这为零售商实施亏损诱饵策略创造了条件。零售商实施亏损诱饵策略不仅可以实现利润最大化,还可以获取竞争优势。从长期来看,亏损诱饵策略可能对零售商和制造商都具有反竞争效应。对反托拉斯当局来讲,严格区分亏损诱饵和高弹性商品、知名品牌以及销售速度较快产品的正常价格是必要的。
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| 关 键 词： | 零售商 亏损诱饵 竞争效应 |
| 收稿时间： | 2006-01-13 |
| 修稿时间： | 2006-01-13 |
Retailers' Loss-Leader Strategy and Its Competition Effects |
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| ZHAO Bo,HE Li-juan.Retailers'''' Loss-Leader Strategy and Its Competition Effects[J].Finance and Trade Research,2006,17(2):47-51. |
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| Authors: | ZHAO Bo HE Li-juan |
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| Institution: | 1. Anhui University of Finance and Economics, Bengbu 233041 ;2, South Western University of Finance and Economics, Chengdu 610074 |
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| Abstract: | There are mutually complementary demanding relations among all merchandises of a retailer in a store, which is the base of loss-leader strategy for the retailer. The retailer not only realizes maximum profits, but also acquires competition advantages through loss-leader strategy. In the longer term, loss-leader strategy may have destructive competition effects on both the retailer and the manufacturer. It is necessary to distinguish the loss leader from the normal pricing of a high-elasticity, strongly-branded, fast-selling product for the antitrust bureaucracy. |
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| Keywords: | retailers loss-leader strategy competition effects |
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